You talk about a new, Web-enabled dialogue between consumers and companies. You talk about companies monitoring their brand health in online forums and discussion boards. You talk about customer support teams dispatched upon a twittered complaint.
You guys are living on a different planet.
Last March, Italian blogger and PHP developer Sergio Sarnari wrote about his negative experience with a furniture store based in Castelbellino, near Ancona, which since his large order in May 2007 still hadn’t managed to deliver his furniture (kitchen measurements seem to have been a particularly troublesome spot). The post was frustrated in tone, but largely factual.
Yesterday, Sergio woke up to a comment, supposedly written by the store’s CEO and general manager, announcing a €400,000 libel lawsuit against him.
Either this is a hoax, or it just goes to show that the new dialogue between companies and consumers is still a long way from Ancona.